GOTTA HAVE LAY'S
For the first time in 12 years, Lay's executed a global rebranding. Our task was twofold: 1) Push the new look and feel out into the world, and 2) Inform our fans about an opportunity to win a year's worth of Lay's.
Paid social, OOH, and in-store elements worked together to modernize our look & feel and excite consumers about the world's favorite chip brand.
Every child has dreamt of mountains of their favorite candy or swimming in a pool of soda. We brought those childhood dreams to life by imagining what it would mean to win a year's worth of Lay's.
LA LIVE OOH
TURN UP THE FLAVOR
In 2019, one of the biggest questions we were asked to solve for our brand was how can we become more culturally relevant as a brand.
We found that both flavor and music are able to spark feelings of joy, excitement, and nostalgia, and we knew if we paired the right flavors and music together, we could create a multi-sensory experience. Using our expertise in flavor and the talent of Grammy-nominated artist Bebe Rexha, we teamed up to help tell the story of how experiencing flavor and music together to create a sensory experience that’s never been done. For each flavor, we had a custom Bebe remix.
Animated social posts through our paid media came to life in the form of fun music and flavor cues. These were seen on YouTube, Instagram, Facebook and Twitter.
Bebe posted a series of #NewFlavorFriday videos where she introduced a new flavor on her story each Friday.
For each flavor, we had a custom Bebe Rexha remix that could be unlocked by scanning the package. On the website, users could access all their unlocked remixes, register for exclusive behind the scenes content and win concert cash.
We brought this sensory experience to life for media and influencers by giving them exclusive access to our new flavors and debuting the new songs by Bebe Rexha.
EQUITY SOCIAL CONTENT
The motto of these posts was doing a lot with a little. All of them were shot without a budget, with my own camera and with no professional lighting - just my copywriter and me in my kitchen blending frosé recipes, spraypainting props and making seamless backgrounds with glued-together poster board. When it comes to Lay's social, scrappy problem solving is the name of the game.
In one year since our team took over the channels, Lay's Instagram has seen an average of 1k likes skyrocket to an average of 5k - 8k likes for each post. Today, Lay's has nearly 8 million followers across Instagram, Facebook and Twitter.
AGENCY: The Marketing Arm
ROLE: Art Director
CW: Kyle Winker
CD: Mackenzie Squires + Steve Hinckle